Only 9% of Brands Say They Excel at Unified Measurement, Winterberry Study Finds
· 2h ago · Originally reported by PPC Land
A Winterberry Group study funded by Lifesight surveyed 121 VP-level US marketers and found that just 9% believe they excel at unified measurement across channels. Despite 93% relying on platform-native reporting, 74% of respondents said they need outside help to improve their measurement capabilities.
Why it matters
Measurement fragmentation remains one of the biggest unsolved problems in advertising. When marketers can't unify data across platforms, budgets get misallocated and campaign effectiveness is hard to prove — which ultimately hurts the entire digital ad ecosystem.
Explain it like I’m new here
It's like trying to figure out which of your chores deserve more allowance, but each family member keeps their own scorecard and none of them match up.
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